Is the power of brand in decline


With the rise of social media, today’s companies have much less control over their online image. The likes of YouTube, Twitter and TripAdvisor give the consumer the means of broadcasting their views on a scale never before possible. What’s more, with new and niche companies able to garner world-wide recognition via a video that goes viral, the authority of traditional advertising media has been diminished. This has important implications for global consumer companies, for whom brand is so crucial. Charles Somers investigates how this is impacting the consumer sector and what it means for investors.

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